Autorentext

Alison Baverstock is Emeritus Professor of Publishing at Kingston University, UK, where she jointly established their MA Publishing course.

Klappentext

How to Market Books has established itself as the standard text on marketing for both the publishing industry and the wider creative economy.

Blending theory and practice, this accessible guide highlights the critical role of the marketeer in a fast-changing industry and explains the strategies and techniques at their disposal. Whilst maintaining its core structure and approach, this seventh edition has been significantly updated to offer a more concise and practice-focused text which includes checklists, short international case studies, and questions for further thinking in every chapter. Other notable updates include:

Additional coverage of data, analytics, and digital/social media, including tracking and measuring success, data privacy, and establishing and monetising online communities.

Discussion of brands in publishing, including niche brands and how to develop them.

Coverage of independent publishing and the implications for those involved.

Consideration of environmental and sustainability issues and the part played by publishing.

Emphasis on collaborator relationships, including preparing authors for participation, brand and charitable partnerships, and working with other departments.

Summary of principles of experiential marketing and engaging audiences through direct participation.

The techniques and tactics covered make this an invaluable book for industry professionals and students of Publishing Studies alike.

This book is supported by e-resources that feature additional case studies, interviews with key players in publishing and the book trade, tips on getting a job and funding applications, and examples of design proposals.

Inhalt

List of illustrations

Author's foreword and acknowledgements

Part 1: General principles and understanding

1. Marketing and marketing in publishing

2. What's for sale?

3. Market research and other sources of market information By Jackie Steinitz

4. The key role of data management within content marketing

5. Profit, loss, and accountability

Part 2: Putting principles into practice

6. Marketing communications: 'The medium is the message'

7. How to write a marketing plan

8. Selling With Jack Baverstock

9. Publicity and PR

10. Working with authors, illustrators, agents, and other vital partnerships

11. Organising events, presentations, and other opportunities to share content

12. Techniques for writing effective copy

13. The layout and dissemination of marketing materials

Appendix: Glossary

Index